Hey readers! Long time no talk,
In discussing the process of defining this week and reading Warren Berger’s article on HMW phrases, I’ve realized that sometimes the most important questions and characteristics have to do more with consumer preferences than product design alone. This concept has also been discussed highly in other marketing classes that I’ve taken at the Business School. Consumer needs and preferences are by far the most important aspect of product development to identify, but they are often very difficult to pinpoint. Turning ourselves around as business students and orienting ourselves to addressing consumer needs as opposed to what we think would be an important product will not necessarily generate success.
By defining the persona of our perceived optimal and common customer, we’re able to really identify the needs of the majority of consumers in order to familiarize ourselves with their everyday routine, what’s important to them and how we can market to this person by finding touchpoints between our company and our customer; how can we best design our products and our marketing to more specifically target our customer. The process we went through of defining the persona of our customers was very helpful in adjusting our design eye to address the consumer on a needs basis. In identifying our customers bio, their goals, frustrations, consumption habits and demographics especially, we can more easily pinpoint needs and platforms to advertise and increase our relevance to the majority of consumers.
I think it’s important to note though that this process should be done for multiple segments and not generalize all consumers to one persona. Most of the most dedicated consumers of Chipotle will purchase our products regardless of what we do and that has been proven time and again after sickness outbreaks. People continue to eat with us at all locations regardless of these outbreaks, so it might be important to identify the persona of the more fickle consumer in order to enhance their commitment to our company.
Let’s get to defining!
xoxo Lana